Protecting staff and patients from the flu

King’s College Hospital NHS Foundation
A new type of superhero helps protect the NHS
Campaign, design

We’ve worked with King’s College Hospital NHS Foundation Trust to support them with a range of campaigns and internal communications challenges. King’s is one of London's largest and busiest teaching hospitals, serving the boroughs of Lambeth, Southwark, Lewisham and Bromley.

For three years we have supported the Trust with their annual flu campaign. Every year all staff are encouraged to vaccinate themselves against the flu to protect themselves, their patients and their families. Vaccinations take just a few minutes and ensure that staff do not expose patients to the flu virus, in addition to protecting themselves from becoming unwell.

Our campaign for 2020, built on the success of the 2019 campaign and was developed in two phases. Phase one was focussed on recruiting members of staff to become Peer Vaccinators and to help administer the flu vaccine to other colleagues. 

We wanted to emphasise that this was a collective effort and that the Trust staff should work together to tackle flu. Here we adapted a famous wartime poster and made it relevant to our campaign. The creative ran across the hospital in print formats and digital.

Phase two of the campaign featured three members of the King’s team who were actively supporting the Trust to encourage a higher uptake of the flu vaccine. We turned this flu team into superhero characters, on a mission to Defend King’s. The playful and fun campaign has had a big impact around the hospital sites and has helped engage the staff team in a serious and urgent message.  


The campaign has a highly visual presence across the hospital sites including wall graphics, vinyls and the reception areas, as well as across digital channels. 

Campaign results for 2019

84% uptake of flu jabs for target audience
13% jump from the year before

Highest ever uptake achieved 

King’s was in the top 5 best performing London Trusts. 

"We have worked closely with Creative Concern on our influenza staff vaccination campaign for a number of years, and they have always been a pleasure to work with. The team are super innovative and are always open to exploring various ideas and also help guide us in the right direction when needed. This year, our flu campaign used staff as the face of the campaign and the response to these popular staff members being displayed around the Trust buildings has been immensely positive and has given the campaign a great identity."

Matt Cooper, Head of Internal Communications and Engagement
King's College Hospital NHS Foundation Trust

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